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ASA Bans Misleading Sustainability Ads by Nike, Lacoste, and Superdry in UK

The British Advertising Standards Authority (ASA) stops paid Google ads from Nike, Lacoste, and Superdry. The brands claim their products are highly sustainable. ASA finds their claims false. ASA uses AI tools to scan ads for greenwashing in retail fashion.

Key Findings and Rulings

• Misleading Claims: The companies use simple, strong words. They call items "sustainable clothing," "sustainable materials," and "sustainable style." They give little proof. ASA says the words alone do not prove the claim.
• Life Cycle Requirements: ASA insists a claim must cover the product’s full life cycle. A change in one part is not the same as full proof. ASA’s rule holds unless the claim adds a clear qualifier.
• Lack of Substantiation: The brands show some green steps such as lower impact and recycled parts. ASA finds that these steps fall short. The evidence does not support the full, absolute claim.

Brand-Specific Details

• Lacoste: Lacoste reports a 19% drop in its environmental impact for its Spring/Summer 2025 Kids collection compared to 2022. ASA explains that saying "more sustainable" does not mean there is no harm.
• Nike: Nike says its polo shirts use “sustainable materials” including 75% recycled polyester. The ad does not mention any limits to the claim. ASA marks the claim as vague and unqualified.
• Superdry: Superdry promotes a “sustainable style” with 64% of its products made from sustainable sources. ASA sees this as an absolute claim. It gives the impression that every product is sustainable. This does not match Superdry’s own details and lacks full life cycle proof.

ASA’s Directive and Industry Impact

ASA directs all three brands not to repeat these claims unless they add strong proof. The brands must now clearly show and explain their environmental credentials. ASA’s action is a firm stand against greenwashing. It pushes brands to use clear, step-by-step proofs for sustainability claims.

Conclusion

ASA’s ruling stresses the need for clear, proven claims in fashion ads. Brands must show full life cycle details and use straight evidence. Consumers deserve clear information. These rules call for careful checks of any green claim.

Sources: British Advertising Standards Authority rulings (2025), brand sustainability reports, and Sourcing Journal coverage.

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